John Lewis Brings 90s Nostalgia to Life in Its 2025 Christmas Ad
John Lewis has officially kicked off the Christmas season — and this year, it’s turning back the clock to the 1990s. The department store’s 2025 festive advert is being hailed as a heartfelt throwback, featuring the club classic “Where Love Lives” by Alison Limerick. It’s a move designed to tap into nostalgia, connecting with parents who once ruled the dance floors — and their teenage kids who now share their playlists.
The story in the advert centers around a middle-aged dad who’s gifted a vinyl record by his son. The moment the record spins, he’s instantly transported back to his clubbing days — flashing lights, music, and all. As he loses himself in the rhythm, the visuals shift between his past and present, showing him reminiscing about moments with his son as a baby, a child, and now a young adult. It all comes full circle when the music fades, and father and son share a heartfelt hug in their living room. It’s a touching reminder that love — much like good music — never goes out of style.
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This year’s soundtrack carries an extra twist. The upbeat 90s anthem transitions into a slower, emotional new version by British artist Labrinth. John Lewis will even sell a limited-edition vinyl featuring both versions of the song through its Rough Trade sections in stores and its app. Profits from the £14.99 record will go toward the company’s Building Happier Futures program, which supports young people leaving care.
Interestingly, the retailer released its ad 10 days earlier than last year, reflecting the growing trend of early Christmas campaigns. John Lewis had already opened its in-store Christmas shops in September, and online as early as August, to cater to customers planning ahead and spreading the cost of holiday spending — especially with Black Friday deals just around the corner.
For the second year in a row, John Lewis has steered away from the whimsical children’s characters it became famous for — like Monty the Penguin or Buster the Boxer — opting instead to spotlight authentic family relationships. The ad, created by Saatchi & Saatchi and directed by Jonathan Alric (half of the French duo The Blaze ), leans on emotional storytelling rather than fantasy.
As Christmas ads from Sainsbury’s, Morrisons, and Marks & Spencer also roll out, it’s clear retailers are eager to bring holiday cheer early amid tight consumer budgets. John Lewis’s ad first premiered to loyalty members before hitting YouTube and airing during The Great British Bake Off final on Channel 4.
Once again, John Lewis has managed to strike that perfect balance — nostalgia, warmth, and a little bit of sparkle — officially declaring that the countdown to Christmas has begun.
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